As if you thought it could'nt get any better than Direct Mail Advertising. Along came "solo ads", or "exclusive ad mailings". Your ad alone, by itself, sent to all those recipients. The mere thought of it concluded the same with so many people: this is it, my website is going to blow up, im going to be RICH. So why are there so many disappointments?

Simple, caught up in the "high" of forthcoming success few come to realize, or understand, how the system works. This article sum's up the process, hopefully giving you a better understanding of what to expect with your solo ad. Kind of like a tutorial.

Overall, there are 3 factors you will want to understand when calculating the results of your solo advertisement.

Understand these 3 basics:

1. What to expect. 2. What an ad copy should be. 3. The whole process.

1. What to expect:

"OK there's 40,000 subscribers, my product/service is $29, if i bring in just a 3% response, thats 1,200 responses or $34,800!!" Sound familiar?

Not everyone is a pending order.

The biggest thing to understand here is that every existing recipient isnt on standby waiting to decide whether or not he or she wants to buy. In a perfect world, yes. But in our's, no. Some subscriber's delete-on-contact, others are no longer checking that mailbox, and most just wont read through the mail.

The best thing to remember is that there are so many factors that contribute to the fact that your ad is not going to sit in a solid XX,XXX amount of viewers. Undeliverable addresses, duplicate addresses, fabricated subscriber lists, and the majority of subscribers who will delete an ad as soon as they see it, just to name a few.

Expect profitable results, but dont expect that brand new car, your son's college tuition, or that island vacation. So what do you do?

Aim to bring in the subscribers who *do* see your ad.

2. What an ad copy should be:

Impossible! Your ad didnt bring in any sales, and it went out to all those people too. You were probably talking out of your you-know-what that's why!

It has to be understood that these subscribers are receiving solo advertisements day after day. Or with some lists, hour after hour. Do you honestly think they sit down and read through every ad copy?

I dont, I delete most of them.

Summing it up. Be quick, be to the point, *do not* write more than 2 - 3 paragraphs of text. Almost no one will read through that.Who know's, your ad may have sold otherwise. That's if you didnt expect your viewer's to read that long essay of an ad.

A subtle hint for success: make your subject line relevant to the offer! Subject line's are so important if you take the lame way out and use things like...

Re: hello 7,897,428,322 FREE ads forever!!! Dont delete, you'll regret it for LIFE. ok

...your bound to be put where all the cheesy spam-like offer's go. In my 'Deleted Items' box.

As both an ad publisher, and a long time advertiser, i strongly reccommend that you write a subject line that sums up exactly what you have to offer. You are now relaying this message to every subscriber. They *all* know what you can give them, and make a conscience decision to take you up on it or not.

Everyone see's a subject line. Not everyone will see the ad.

If you use an irrelevant, "catchy" subject line. Your fair game for all the people like me who will just delete the ad.Without ever knowing what you actually offered.

This became the difference between $0 profit, and $1500 profit for me.

And guess which one worked.